NHS BLOOD AND TRANSPLANT
A global PR phenomenon to drive blood donation.
INCREASE NUMBER OF BLOOD DONORS TO MEET HOSPITAL AND PATIENT NEEDS.
In particular, we needed to increase donors from different blood types
Giving blood saves lives. It’s a lifeline in an emergency and for people who need long-term treatments. But in the last decade the amount of new blood donors coming forward has plummeted by 40%.
PEOPLE RARELY THINK ABOUT THEIR BLOOD TYPE. WHAT WOULD HAPPEN IF THAT ‘TYPE’ WERE TO GO MISSING?
We launched ‘Missing Type’ where the letters of blood groups A, O and B were removed from the names, places and brands that we engage with in everyday life. We staged a series of activities to create disruption and provide news and social content.
We created an inclusive movement where anyone could drop the type from their social media profiles and content. Hard-hitting blanket news coverage and social media content were critical to the campaign’s success as all partnerships with participating brands were earned via goodwill and shared commitment to the cause rather than paid support.
NHS Blood and Transplant united with 25 blood donor organisations across 21 countries around the world covering one billion of the world’s population.
Many of the world’s biggest brands, including Google, Coca-Cola, Microsoft, McDonald’s and Santander, subverted their brand logos in the name of ‘Missing Type’ and featured in a new TV advert depicting an eerie, unsettling world where the vital letters of the blood groups mysteriously disappear from familiar signs and logos.
30,000 NEW BLOOD DONORS OVER THE COURSE OF ONE WEEK IN YEAR 1
18,000 donors amongst the primary audience of 17-24 year olds. It is estimated that these donors will save or improve over 100,000 lives.
There was a 460% increase in new donor appointments made. 2 billion people reached through 600 pieces of global news coverage and social media activity #MissingType trended in over ten countries on Twitter throughout the week in year 2.
The campaign was the UK’s most awarded of the year receiving industry-wide acclaim with over 44 awards, including a Gold Health & Wellness Lions at the Cannes Lions Festival of Creativity.